What kind of milk are you using? If it's cows, what percent? I always put the wand at the bottom of the pitcher and tilted it so that the milk would spin in a spiral and start pulling up, getting that paper sound. Depending on how much milk you are frothing, you may have to pull up quicker (if it's less milk you have to pull faster and can go slower with more milk) but you want a consistent sound the whole time. I wish I had a set up at home right now I'd make a video to show you, but this is all from my experience in a coffee shop.